The Launch

Ursa Major

After a decade in New York at brands like Bumble and Bumble and Sharps, Oliver Sweatman and Emily Doyle decamped to Vermont to work on their own brand of natural products. Ursa Major launches this week with their shave cream (and a full line due this spring). "Most products today are loaded with cheap, synthetic chemicals and cranked out in vats in some industrial park—do you really want that crap on your face?" asks Sweatman. The first thing we noticed was how velvety the cream was as it smoothed over the scruff. It's not as slippery as other brands, but it does result in a very smooth shave with no irritation. And the spicy scent, a mix of citrus and wood, makes for a refreshing wakeup. Free of any suspect chemicals, it's ideal for sensitive skin. "Our goal was to outperform conventional chemical creams while naturally nourishing skin and delivering a superior sensory experience," he says. "After all, shaving should be an indulgent, simple pleasure."